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The Gospel Coalition

How adding value proposition impacted signups for a weekly newsletter – Part 2

Experiment ID: #90142

The Gospel Coalition

Experiment Summary

Timeframe: 04/04/2022 - 04/15/2022

When sending visitors to a landing page with a form to sign up for a weekly newsletter, we thought that providing additional clarity about the contents of the newsletter would lead to more email subscriptions. Our initial treatment decreased conversion, so we developed a second treatment that condensed the landing page copy into just a few paragraphs highlighting the appeal and exclusivity of the newsletter contents. We split traffic between the control with a single headline and the treatment with the additional value proposition and ran the experiment for 7 days.

Research Question

We believe that reinforcing appeal, clarity and exclusivity for landing page visitors will achieve an increase in newsletter subscriptions.

Design

C: Control
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T1: Value Prop Copy (condensed)
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https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-300x279.png [medium-width] => 300 [medium-height] => 279 [medium_large] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-768x716.png [medium_large-width] => 640 [medium_large-height] => 597 [large] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-1024x954.png [large-width] => 640 [large-height] => 596 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-1536x1431.png [1536x1536-width] => 1536 [1536x1536-height] => 1431 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-2048x1908.png [2048x2048-width] => 2048 [2048x2048-height] => 1908 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 652 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-50x47.png [admin-width] => 50 [admin-height] => 47 [full] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18.png [full-width] => 2692 [full-height] => 2508 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-372x347.png [thumb_372-width] => 372 [thumb_372-height] => 347 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-671x625.png [single_post_thumbnail-width] => 671 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-32x30.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 30 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-48x45.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 45 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-64x60.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 60 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-128x119.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 119 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-72x67.png [thumb_122_67-width] => 72 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-153x143.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 143 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-130x121.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 121 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-190x177.png [thumb_232_177-width] => 190 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-544x507.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 507 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-271x252.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 252 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-271x252.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 252 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-185x172.png [thumb_272_172-width] => 185 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-372x347.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 347 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-372x347.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 347 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-290x270.png [thumb_385_270-width] => 290 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-259x241.png [thumb_416_241-width] => 259 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-440x410.png [thumb_448_410-width] => 440 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-880x820.png [thumb_448_410_retina-width] => 880 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-410x382.png [thumb_574_382-width] => 410 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18-424x395.png [thumb_776_395-width] => 424 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 279 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 373 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Copy_condensed-18.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 559 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 52.4%
T1: Value Prop Copy (condensed) 18.8% -64.2% 97.8%

This experiment has a required sample size of 16 in order to be valid. Since the experiment had a total sample size of 37, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 64.2% decrease in conversion rate
× 0% increase in average gift

Key Learnings

After one week, we observed a valid 64.2% decrease in email conversion with 97.8% confidence so we ended the experiment. Mobile visitors specifically saw a 50% decrease in email acquisitions with a 95% level of confidence which leads us to believe the treatment copy was too long and hiding the form and call to action "below the fold" of the page and required too much scrolling which was adding friction to the page. Also, because these page visitors are coming from an email that gives a thorough description of the value and benefits of the newsletter, we know that traffic is already motivated to get the product and we believe we can use less copy once they indicate they are interested by clicking from the email. We also believe that using "for all of life" in the headline could be causing some friction and anxiety rather than offering clarity and making the user think they will be getting the email newsletter "for all of life" rather than once a week and cause confusion about their ability to opt-out of these messages in the future. We will relaunch the experiment with a simple headline and button copy change and see how this impacts email conversion going forward.

Experiment Documented by Rebekah Josefy
Rebekah Josefy is an Optimization Director at NextAfter.

Question about experiment #90142

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.